Listen: #343: Pinpoint Journeys: Building the Engagement Experience Your Customers Want
"To the podcast. SOM- Lucia he regrets heavy back. Joined joined by not one but two very special guests joined by Zach by Beta. WHO's a product manager at Amazon pinpoint? Get Isaac Egg. And I'm joined by Austin Evans. He's a front end engineer for Amazon. Pinpoint get Austin good too heavy hit now we are talking about something that is called pinpoint journeys and this is. This is kind of different from a number of perspectives. But maybe Zach. Let's let's define EH terms. Let's firstly clarify what he's pinpoint and and then talk about pinpoint important Jenny's yeah absolutely so Amazon pinpoint is a native your service that's built to help both developers and marketers Bill Really Mercer's experiences for their customers. And so what does that mean. I'm always immersive experiences. We think about brands ability to engage with with users across channels and let me say channels. We mean email push. SMS Voice Messages and we believe on Amazon pinpoint team that those messages ages those engagements so every interaction with the customer should be driven off the analytics so Amazon pinpoint also supports web in Milan Olympics. Analytics drive the targeting and segmentation and then pinpoint powers those ridge notifications so in a nutshell. That's what point does service has been around for wall and if I think about it from a user perspective our customer perspective I know I only locked notifications that are relevant and important to me and I really could do without the wrist and pinpoint really helps developers and marketers to to deliver that across platforms. Because I guess one of the big challenges doing it across the ecosystem the android ecosystem system email. SMS like this. Choose your adventure isn't it. Yeah exactly and I think. What's what's so exciting on point or why? Enjoy the service so much is you. Oh you myself often everyone listening to this podcast and the other day. We're all consumers consume these messages. These interactions with brands and everyone had the different different to sort of tolerance for those types of messages so pinpoint wants to make it easy to deliver those messages. We want to make sure that you get that message to the user or your customer at the right time I wanna make sure that at the end of the day each each message each notification is impactful because if it's not your customers experiences suffering and that's it That's really not what we want. So you hit it right on the head. I mean we. We fired to get the right message over the right channel at the right time. So if you think about the process of the building applications that have customer engagement typically is a pretty strong Marketing input from the business side that needs to be part of that conversation but I guess in the positive in and somewhat removed and as much as they can tell a developer what they need but the develops east only develop a level skills to to kind of wire up your application to be able to do these kinds edification but you set back and thought about hacker. We sold this differently so tell us about that. Yeah that's one of the challenges and also opportunities names on pinpoint has which is were not just solving technological problems right. We're not just trying to surface functionality via the API is me decays that's why we have talented folks Austin on the goal with a part of the team because we needed the experience. So it's not just utilitarian. In in our approaches it's also form and design and that's why the US and the console and you know all these things that sometimes are secondary are actually pulled forward in become really important to the ams in point experience so let's talk about pinpoint journeys and Austin. We'll get you shortly. Cause you bring in the sacred souls to this. But we've got. We've got a contextualized Sean. Why why Zach wanted you in this room because it's kind of important Zach? Tell US pinpoint Janis. What yeah absolutely? So in point journeys as the name implies as we wanted to build a console based experience that allow marketers product teams growth teams and developers elvers to build these rich customer experiences with no coat and what we mean by build experiences. Well pinpoint juries has this concept of activities titties and activities are basically different. Things you can do. So an example of activity would be send an email or wait a defined period of time or split. It's a group of users into different unique segments so with pinpoint journeys through this graphical web based console you drag and drop different activities so I bet that's exciting to now you've got all this different functionality. You don't have to build that you can just drag drop and configure it as you'd like and then on the the customer side. So what does the customer experience. Well every day Again all of us and listeners. To this podcast right now. We are on different journeys. Different brands brands have created so pinpoint journeys just makes that experience really easy. So I'll give you a good example. Think about the last time you signed up for a new subscription of some sort. Well that that could have started you on a journey. Let's say a thirty day journey and during that thirty day journey you might have experienced a variety. Heidi of different call to action. That that brand that company wanted you to to see or read or understand the first week and might have been about understanding all the functionality -ality or all the features of that subscription of the second week it might have been a friendly reminder email that that might not have opened the first one or there's more advanced things you can do the third week it could have been a different call to action in the fourth week and so on and so forth so that traditionally has been really hard for for brands to build and pinpoint journeys abstracts away. They all that undifferentiated heavy lifting so so the marketer can focus on building bad experience. So that's that's in a nutshell. What journeys does I've really million naval quickly meant users and bill personalized experiences? And I think we've all had personal experiences of signing up to services where we've had had a good experience that provides a good a good memory in a good feel for using the service or the product and also the the reverse as. Well so Austin you you probably sat there with the biggest challenge challenge which is a key to build something that people can use intuitively easily with no coding experience. This is more at the At the Marketing Department of Mocking Professional. Tell us about your own. You're on your pinpoint journey to build it all clearly. I mean a marketer deputy one one of the personas of pinpoint but we also do keep developers in mind he personally outside of aws. My free time I to enjoy building small applications with AWS WTMA services and some of the challenges that I faced when trying to get user engagement into my own APPS. Are things like you know one time password. They're forgot password. Were workflows will user sign ups like those are things that are common to pretty much any developer application so these are all like marketers. FLASH DEVELOPER AUBURN NEEDS. And of course here Amazon I have the privilege of working on some pretty fund. You I and some pretty difficult challenges of making sure that my customers at the time using aws aws services which are not always easy to use. So you know. Those challenges were funding this project. You know we gotta take on kind of a cool. One from the from the GECKO which is the UI visual diagram. Exact diluted to would you can kind of drag and drop and interact with multiple. Ui Element wants to build this kind of comprehensive. logical logical mapping of how you engage with your users so like I guess first and foremost for me working on this project was all about flexibility. You know when you're building a raft component. You want it to work for everyone. In and out of the way they they would build or wants to be creative so with that we really went the extra mile to make sure that we were enabling our customers to create these logical components and really any order they wanted without conviction can and find the district patterns. We really wanted them to lay out there. You know invention in a way that reflects their business priorities in needs and that's an interesting thing I guess you're designing now affronting for a super broad range of folks so tell us about the the the ordering process like can I have multiple versions can Naida right. How do I know if I'm coming to pinpoint Jimmy? So the first time what does it feel like yeah absolutely I mean we wanted to really enable Oh for our users was just a playground. Come in and mess around with it and we wanted today. How kind of some core functionality? Right out of the box. which is you know? Come come in play with it out of same for you every step of the way. So you don't sit there building feeling like the yet to eventually hit. Save or you're GONNA lose all your house absolutely absolutely so. We built a great feature out of the gate and that just you know allows our customers to fearlessly bills and not interrupt your workflow really really the second thing that you'll notice right off the gate is we haven't onto you Redo so you know you make a mistake or something like that big deal. We'll we'll roll it back for a Redo it for you And that just allows you to terrain very quickly on on what you're doing. Yeah I think just it. Just add to that sign and one of the things that we discovered when we were doing some of our our customer research was that spokes one of the ability to map out their journey visually. They wanted to understand sort of the decision tree. They wanted to see all the activities together they want to be able to collaborate with their teams and their stakeholders to say this is what I think. The perfect customer experience looks like so. We allow them to do that as often mentioned by just jumping right into pinpoint journeys so you can go in and you can start configuring and building the skeleton with no fee with no description with with really no requirements and then we also learned after that skeleton has been sort of defined and build that's when the market manager or the product manager of the growth team. bibs that's when they really roll up their sleeves and they start working with their content teams in their editorial teams and their their development teams to make sure that this journey is going to scale. It's going to be secure. Are you know. There's no circular logic and so so I think that's what gets us. Excited is now from this. One service pinpoint you can do. All of that and Having the teams collaborate with win within one tool a really powerful offering for the customers customers for what some of those guys were points. Like if I'm sitting in mapping my customer journey to some of those points on the genie that then pinpoint journeys will both document but also provide an action point. It'll do something. Yeah absolutely so. I think the typical sort of funnel that we put customers on so it always starts with awareness and education so I think for pinpoint journey that would be maybe one of the first call to action so I have a group of users and I want them to get it the first sort of email that the bills this awareness and education progress down that funnel though to kind of go to the next step to get them closer to conversion you have to ensure they I read and sort of synthesize that I e mail so point journeys allows you to segment users based on their action or inaction and actually I think this is one of the neatest features of of the journey journey. Who'll is that if they did or did not open the first email that totally dictate the path that they go on day a week a month or whatever the customer configure later so when original question of what Cape of experiences evil pinpoint journeys really the marketers? Imagination is the limit. But I think we'll we try provided is really functionality. That allowed them to make decisions to to build the best experience. In that event like mutation it has been called email events limitation is really the crux of what we do that journey and had his Giannis interact with August the rest of the experience of the developer developer experience the the support experience as an hooking. Yeah so I think one of the tenets of implanted customers data is customer date rape. So so there is no stickiness in terms of maintaining holding onto retaining some of those user interactions within pinpoint. So I think one of the things is the native integration with consensus so for your listeners are familiar consis lets you really move. Data from one destination into another in near real time and so with pinpoint pinpoint journeys. One of the tenants is everything that happens within journey or within a campaign within your Muller Web APP. Ah Right all that data concluded necessity that you the customer can pointed to location of your choice.."